Union Editorial has wrapped an extensive 12-spot branding campaign for the Cadillac CTS and SRX models. Edited by Einar and directed by Sean Thonson of MJZ for ad agency Leo Burnett, the campaign, entitled ‘Reasons,’ had a crew of 200 working around-the-clock for 12 days in a highly organized and coordinated effort.

‘We had five days to shoot, edit, and post before four of the spots had to hit the air,’ said Einar, Editor, Union Editorial. ‘Needless to say, the Leo Burnett crew had to run a really tight ship. I was on set with my Avid Xpress Pro throughout the shoot, so I was editing on the fly, and did all client review and approval on set as well. We even had an editing suite set up upstairs, so my assistant Daniel Morena and I were literally a traveling, portable editing team.’

Also present were executives from Cadillac, the Leo Burnett creative and production team, director Sean Thonson and MJZ producers, and the visual effects folks at Zoic. Because most of the editing occurred during production, Einar was able to observe the intricacies of the shoot to work through ideas as the footage was being captured. Einar also worked closely with an MJZ script supervisor for tight integration of the footage being shot.

The sleekly art directed campaign highlights the smooth lines and technological advancements of the SRX SUV and the CTS sedan from Cadillac. The spot ‘Razor Sharp’ demonstrates the CTS sleek edges and sharp styling by featuring a car literally cutting through what looks to be metallized sound waves. ‘Outmaneuver’ points out the CTS tight handling and maneuverability, as it zips across a stylized stage.

About Union Editorial
Union Editorial brings together a highly creative group of talent to bring a new level of service to the commercial post-production industry. Union dynamic team is equipped with the tools and talent to accommodate all forms of creative editorial for the changing needs of today diverse advertising and branding initiatives. The 10,000-square foot home of Union Editorial combines the most up-to-date equipment with the highest-end client amenities available. For more information about Union Editorial, please visit www.unioneditorial.com or call (310) 481-2200.

PRODUCTION CREDITS
Client: General Motors / Detroit, MI
Airdate: March, 2006

Agency: Leo Burnett Detroit
Executive Creative Director: Tor Myhren
Creative Director: Don McKinney
Creative Director: Will Perry
EVP: Director of Broadcast: John Van Osdol
Sr. Copywriter: David Charlton
Sr. Art Director: Diane Schomer
Sr. Copywriter: Brian Cusac
Sr. Art Director: John Cymbal

Production Company: Morton Jankel Zander / Los Angeles, CA
Director: Sean Thonson
President: David Zander
Senior Executive Producer: Jeff Scruton
Producer: Rita LeRoux
Production Supervisor: Liz Welonek
Assistant Director: Richard Marvin

Editorial Company: Union Editorial / Los Angeles, CA
Editor: Einar
Executive Producer: Megan Dahlman
Mixer: Josh Eichenbaum

Telecine: Steve Rodriguez, Rob Sciarratta @ Company 3, Los Angeles

Mix: Margarita Mix
Mixer: Jimmy Hite

Post Effects: Zoic / Culver City, CA
Steve Schofield – Executive Producer
Chris Jones – Creative Director/VFX Supervisor
Trista Wahl – Producer
Michael Capton – CG Lead
Dave Funston – CG Lead
John Shirley – 2D Lead
Steve Meyer – 2D Lead
Maya Sanchez – Coordinator

CG Artists
Seth Hall
Jarrod Davis
Eric Ebling
Robert Chapin
Mike Fisher

Compositors
Lane Jolly
Eric McAvoy
Beak Cvijanovic
Producer: Trista Wahl